Why Day Trading Your Ad Account Could Be Hurting Your Business

The Art of Ad Account Management: A Balanced Approach

Managing an ad account can feel like juggling multiple balls, especially if you're tempted to make constant adjustments. Let's dive into why it's crucial to avoid ‘day trading’ your ad account and find a balanced approach that ensures sustainable growth.

Why Avoid Day Trading Your Ad Account?

• Overwhelm and Confusion: Constantly tweaking your ad budgets and strategies multiple times a day can lead to confusion for both you and your algorithms. This erratic behaviour often results in inconsistent performance.
• Inefficient Use of Data: Frequent adjustments mean you never give your campaigns enough time to collect meaningful data. Without sufficient data, your decision-making becomes more of a gamble than an informed strategy.

The Right Timing for Adjustments

• Black Friday and High-Performance Periods: The only time we consider aggressive scaling is during high-potential periods, like Black Friday. When conversion rates are expected to be high, it can be advantageous to squeeze in more budget strategically.
• Looking Back to Move Forward:
  • For accounts with significant activity (e.g., 300+ acquisitions), analysing the last 7 days can offer comprehensive insights.
  • Generally, our sweet spot is examining today's results alongside the past 4 to 5 days. This window provides a balanced view, combining historical data with recent performance trends.

Key Takeaways for Effective Ad Management

• Set a Clear Strategy: Define the periods when aggressive scaling is justified and stick to your plan.
• Give It Time: Ensure they run long enough to gather actionable insights. Patience is as crucial as strategy.
• Use Data Wisely: Base optimisations on comprehensive data sets rather than short-term fluctuations.

In essence, managing an ad account is all about balance. Resist the urge to meddle too often, and instead, focus on making data-driven decisions. This way, you'll ensure that your efforts lead to steady growth and better returns on your marketing investments.